The Real Selling Basics

THE REAL SELLING BASICS

It makes me really worry how differently the genuine sales professionals think and act in their selling approach, skills and principles when compared to the “run of the mill” or “basic” sellers. In all reality they are poles apart. If you disagree, then read through this paragraph, evaluate where you stand in the scheme of things, and make up your own mind. I bet the habits of the superseller professionals will win “hands down” each and every time.

IF WE HAD A SALES KIT INSPECTION RIGHT NOW – WOULD YOU COME CLOSE TO PASSING IT?

A sale is made up of literally hundreds of little things that either reinforce what has been presented or place doubt in the mind of the prospect. And the end result – whether you sell or not – is the difference between the degree of the DESIRE to own as opposed to the DOUBTS in the prospects mind.

Unfortunately the DOUBTS are weighted about 10 times greater than DESIRE. That’s why you need to CHECK YOUR PRESENTATION KIT DAILY.

An untidy brief case, dog-eared paperwork, crumpled brochures, unclean shoes, an unwashed car, or dirty tie or bad breath could just be the one thing that COSTS YOU THE SALE.

Ironically, over the years, I have noticed the better average seller is usually the worst offender over time, they tend to believe in their own importance, and as a subsequence feel to important to bother about their manner of presentation, then wonder why their results are not as good as they used to be.

Just for a moment, imagine how the prospect must feel looking into that briefcase, at the contract that looks as though its tried to sell 20 prospects, or turning away from bad breath, or worse still counting the gravy stains on the tie. To the seller, they’re little things, – but not to the prospect.

IF YOU DON’T INSPECT YOUR KIT – YOUR PROSPECT WILL DO YOUR INSPECTION FOR YOU – AND SCORE ACCORDINGLY. IS IT WORTH THE RISK?

HOW WELL WOULD YOU RATE YOUR LOYALTY TO THE COMPANY?

If you can’t give 100% to your company; if you can’t keep your tongue from wagging; if you need to complain about others; if you feel you’re being treated badly; if you don’t put in 100% daily, you have one of two choices. Have it out with your superiors and try and resolve the problem.

If you honestly can’t give 100% loyalty (without compromise) to your company – then find yourself another job. You’re costing everyone money (including yourself) and you’re giving the selling profession a bad name

ARE YOUR CURRENT SELLING RESULTS EVER RATED IN UPS AND DOWNS?

Good business operators know steady as you go approach is the best to take if you want to avoid sleepless nights, anxiety, ulcers and burn out.

Most executives are most troubled by those you perform well for a short period, then fail, than by any other type. They even become difficult to handle when they’re doing well.
That is until they hit a sticky patch – and then they go to pieces. In turn they blame the company, the territory, and even the company – they blame everyone except themselves.

Their problem is they love to ride success and can’t handle the lows. Experienced performers ARE STEADY AS SHE GOES, ACHIEVE RESULTS AND DON’T BURN OUT.

DO YOU EVER DWELL ON THE THINGS YOU DID WRONG? DO YOU REALLY?

Anyone who has ever taken up golf will tell you that in order to improve you must congratulate yourself on your good strokes and FORGET THE BAD. Because in the early stages the bad are usually so bad, and so plentiful, you can be turned off playing for life in a short time. In time, the good strokes played increases and your game improves. But even as a professional, you never play a perfect game.

There are always the bunkers, roughs, water hazards, and the customary hills and valleys to contend with. Yet so many give up ever so easily when confronted with the occasional difficult prospect, or a short period where they don’t score sales. They don’t forget the bad strokes and congratulate themselves on the good (as a winner would) – they simply give up.

DO YOU EVER SAY TO YOURSELF OR OTHERS – BUT I PASS MY QUOTA!

Let me paint you this picture. You’re the Sales Manager and you have two better performers in a team of 10. Every time you try and get them to achieve a little more you hear “But I’ve passed my quota each month – what more do you want, I get my share?”

My answer is, “Why should anyone that can get business be satisfied with just getting his or her share? You deserve more than your share”. NO PROFESSIONAL SALESPERSON IS EVER SATISFIED WITH JUST ACHIEVING OR PASSING QUOTAS. PROFESSIONALS STRIVE TO REWRITE THE RECORD BOOKS.

DO YOU INVENT EXCUSES WHEN YOU DON’T DO AS YOU EXPECT TO?

The excuses made by sellers as to why they don’t sell is as inventive as it is ludicrous. I’m continually told that, “Friday is not a good selling day,” “You can’t make calls before a holiday,” “Seasons make a difference to results,” “Larger companies only see people on Mondays,” and so on. Each time I hear anything of this nature quoted I simply ask “Why?”

There’s a story of two shoe salesmen sent out on a special assignment to New Guinea, just after the Second World War.

After a week the first cabled in stating he was coming home, “No-one here wears shoes.”

Weeks went by, and no-one had heard from the second, and as they were becoming fearful of his safety, a tea chest arrived at the office filled with orders written on official order forms, old paper and even palm leaves. On top was a note, “Send as many shoes as you can spare, especially the slow selling lines, this place is a gold-mine, no-one here wears shoes.”

So in future, whenever you tell yourself it can’t be done, ask yourself “Why”? Then wait for the answer. And it better be a good one.

DO YOU ENJOY DOING THE PAPERWORK – OR IS JUST IT A REAL DRAG?

No company can function without its record machine. In most cases the record machine is a computer. But computers need to be imputed and this is why reports are so valuable.

If everyone of us was 100% efficient, 100% reliable and 100% honest in the way we worked each day there wouldn’t be any need for reports. Unfortunately, statistically most sellers don’t work at a greater capacity than 60%. Some even reach 65%.

Reports highlight areas of weaknesses, areas of need of correction and areas which will cause problems in future if not corrected before they get out of hand. The person that says, “I don’t like doing paperwork,” is the person who is saying “I don’t want my weaknesses exposed – I’m doing alright as I am”

If you’re one of those, doing your paperwork and accepting help from someone who knows, will increase your income, cut your on-road time and increase quality family time.

DO YOU SAY “MY CUSTOMERS DON’T ALWAYS CO-OPERATE”

As I get older, I seem to attract more and more sellers who are dissatisfied with their companies. Many of these organisations have superb training facilities, so I know the training at least was foundational. In the main their complaint is about the number of dissatisfied customers they have to service.

After investigation, most agreed they had encountered no more than 5 to 10% of complaints of a total of all they sold. But, after further probing, the complaints they canvassed mostly related to their own sales, and in most cases people weren’t happy with the performance of the product.

Not one salesperson had gone back and re-installed or retrained the staff until they were completely satisfied. It was always someone else’s job.

DOES YOUR COMPANY SALES TRAINING TEND TO STIMULATE YOU?

One of the biggest hurdles managers have with non-professionals is that the non-professionals usually reject anything that doesn’t stimulate them. This usually includes study, rehearsal, meetings, re-training and a host of other factors that require time and effort in order to accomplish any long term worthwhile task.

They know the rules for success in most cases possess natural abilities the professional wouldn’t hesitate giving his or her eye teeth for, yet they move through life one day at a time as if life owed them something and they are lingering in the shadows of the truly successful waiting for that big payout. The payout that never comes.

They overlook the fact that you only get out of life what you first put into life and success only comes to those that genuinely work at it. To them life is a game waiting for their ship to come in; to win the lottery; to live out their daydreams. It your life is like that, perhaps the day your ship comes in you’ll be waiting at the airport.

NOW ASK YOURSELF THIS QUESTION – DOES THIS APPLY TO ME?

As much as we try to be – or even think we are – not one of us was born perfect, or for that matter, not one of us will die perfect. Therefore, in order to improve each of us needs to make adjustments on a regular basis. To do this, simply ask yourself, “Does this apply to me?”

The next time you begin to criticise, put down, or correct someone else – stop and ask yourself, “Does this apply to me?” The majority of the flaws we notice (and want to correct) in others, are generally “Behavioural Patterns” we haven’t got around to correcting in our own make-up. THE MOST SUCCESSFUL BUSINESSPEOPLE ARE THEIR OWN SEVEREST CRITIC

This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.